This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

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Doctor of Philosophy / Department of Agricultural Economics / Hikaru H. Peterson / The prevalence of obesity and overweight has heightened over the last 40 years. Over two thirds of the US adult population is overweight or obese. Further, 18% of adolescents, ages 12 to 19, are obese, which is an increase of over 13% since the late 1970’s. Food environment and peer influence have been emerging areas of study and are thought to be catalysts to unhealthy eating choices. College students present a unique opportunity to look at the impact of a changing food environment, including changes in peer groups. This study is concerned with how students’ peers impact their food consumption and ultimately weight. College freshmen were recruited during their first month on campus at Kansas State University. The students participated in a year-long, three-part study to track their eating habits, weight and height. The students’ parents were also asked to participate by filling out a survey on eating habits. The students also asked one friend they ate with at least once a week to fill out a food record with them. The collected information was transformed into daily average calories for each of six food groups and for macronutrients. A peer ratio was created from the parents and friends calorie intakes to determine the similarity in consumption by each food group or macronutrient. A system of equations was specified and estimated for both food groups and macronutrients. For the food group model, beverages were the only food group with a statistically significant peer ratio term. The coefficient on the ratio was positive, indicating that students would consume more calories from beverages, as their college friends consumed more calories from beverages relative to the students’ parents at home. In the macronutrient model, protein had a statistically significant and positive peer ratio. An examination of the impacts of predicted calories consumed from food groups, along with other individual characteristics, on student’s BMI in the spring term, indicated that increasing snack consumption led to an increase in BMI while increasing bread consumption caused a decrease. Eating more meals at the university dining center also increased BMI. An analysis for the predicted macronutrient values revealed a similar relationship with eating more meals at the dining center, but the predicted macronutrients did not have statistically significant impacts on BMI.

While research suggests that peer influence can lead to increases in undesirable behaviours of adolescents, there has been little focus on the specific mechanisms of influence. A relatively small literature examining social interactions between peers has found that the discussion of rule breaking topics by pairs of boys relates to how much problem behaviour the boys engage in. This research is limited by its reliance on a set of similar samples from a North American population base. This thesis explored the relationship between social interaction and behaviour with sample from New Zealand Aotearoa. Nine pairs of Year 10 boys were recruited primarily from two high schools. A half-hour conversation was video taped for each pair. These conversations were coded on the basis of the nature of the talk between pairs of participants following the coding system proposed by Poe, Dishion, Griesler and Andrews (1990). The coded behaviours were analysed and compared to measures of previous rule breaking behaviours. The duration of rule breaking talk was found to correlate with the level of previous rule breaking behaviour. It was not clear whether the amount of rule breaking talk was related to the amount of laughter following it. Possible explanations are discussed. While generalisations from these results are limited by an unexpectedly small sample size, they show similarity to the previous research findings. The findings, the difficulties in recruitment to the research and the implications of these for future research are discussed.

<p>During adolescence, both boys and girls confront a period of heightened risk for dissatisfaction with weight and shape and engagement in unhealthy appearance-related behaviors. For many adolescents, this risk coincides with involvement in a range of romantic partnerships. Although a considerable body of empirical work has investigated same-gender peer influences on weight- and shape-related attitudes and behaviors, very little research has examined the role of romantic partners in this socialization process. Derived from social norms and social rewards theories of influence, this study examined several distinct modes through which romantic partners may influence changes in gender-specific behaviors and attitudes over a 6-month period. Participants included 214 (56% female) male and female adolescents ages 16-17 who reported having a romantic partner (of varying seriousness and relationship length) at Time 1. Results from multiple group (by gender) longitudinal path analyses revealed that both boys and girls experienced weight-related influence from a romantic partner. The seriousness and length of a romantic partner relationship moderated some, but not all, influence effects. Findings suggest that romantic relationships are important contexts for changes in adolescents' appearance-related health. Future research should examine romantic partners as contributors to both health-risk and health-promoting behaviors and attitudes.</p> / Dissertation

The CDC estimated that rates of children’s physical activity are extremely low which could lead to various health problems (e.g., hypertension, lipid disorders). Fortunately, previous research has demonstrated that peers, specifically peers identified as preferred, might influence children’s levels of physical activity. However, this variable has not been experimentally manipulated. The purpose of the current study was to assess the effects of peer presence on the MVPA exhibited by kindergarten children, by exposing participants to peers identified as preferred. Results indicated that the presence of a peer identified as preferred increased the levels of MVPA for one participant but failed to increase three participants’ levels of MVPA. Additionally, two participants’ MVPA moderately increased during the first antecedent manipulation but failed to maintain in the second phase of the antecedent condition. In regards to engagement with peers, participants engaged in higher levels of interactive play with peers than parallel play.

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